Amcor China has collaborated with JD Farm to create the next generation of packaging
They jointly created NFC (Near Field Communication)-enabled packaging that uses sector-leading technology to give consumers access to information about JD Farm’s products’ quality, safety, and origin.
Packaging Digest highlighted NFC-enabled packaging as having ‘the potential to revolutionize the way customers interact with packaging.’ The technology, which detects and then enables items near communication, can elevate packaging beyond its traditional functions. Integration of NFC can transform the packaging into an interactive customer engagement tool, providing information about product production and origin, or grant access to exclusive content, such as recipes, cooking instructions, and inspiration for specific products that could impact brand reputation and influence purchasing decisions.
Greater product transparency at the tap of a button
Amcor China’s collaboration with JD Farm is customized for its Sheep Fat branded millet products, enabling authentication through the JD Farm App. Consumers can open the app and scan the NFC logo on the packaging to obtain product information at the item level. With a simple tap on their smartphone, consumers can check that the product has passed quality inspection controls, trace the product origin and even watch a production video. This information is obtained through track and trace via the supply chain.
Connecting with consumers through the Internet of Things
The potential for NFC-enabled packaging goes beyond static product information. This technology can allow packaging to connect with a new host of everyday objects to the Internet of Things (IoT) – the interconnected network of items that can collect and exchange data. The future could see food packaging that alerts consumers when the product reaches its expiry date or when an item needs replenishing. By introducing NFC into everyday packaging, brands can connect more directly with consumers practically and helpfully in their own homes.
Powered by IoT (The Internet of things), AI (Artificial Intelligence), blockchain, and other technologies, JD Farm aims to achieve supply chain transparency with the “one item, one code” concept. It delivers a “farm-to-table” experience to its consumers. According to Dr. Hongwei Wang, who is leading this project at JD: “The new NFC-enabled package created with Amcor is one of the ways JD Farm drives its mission to deliver sustainable farming and at the same time meets consumers’ needs to purchase trusted agriculture products.”
As IoT penetrates consumers’ life in various forms, this packaging innovation exemplifies the intersection of eCommerce, innovative packaging, and digitalization. Taobo Zhu, Business Development Director at Amcor Flexibles China, added: “This launch positions Amcor and JD.com as co-innovators for great consumer experiences in eCommerce and beyond. With extensive experience in smart packaging implementation coupled with strong technology solution partnerships, Amcor is leading the wave of packaging digitization and continues to innovate with sustainability and consumer needs in mind.”
